With hundreds of medical associations worldwide, simply offering a membership card with discounts attached, a monthly magazine, and an annual conference to entice membership is no longer enough.
The American Medical Association (AMA) is an example. In 2012 only 17% of the 1.2 million doctors and medical students in the U.S. joined the association. This was a staggering drop from the 75% membership rates they were experiencing in the 1950s. While there are many factors that lead to the AMA’s reduced membership their experience has shown us that members want more value and that new doctors are not seeing the benefit of joining an association.
To demonstrate your value to new and existing members you need to ensure the “what’s in it for them” is clear, be more flexible and tech-savvy, and adjust your marketing and recruitment strategies to remain relevant.
Here are our 4 tips for attracting members, providing value, and being the recognized authority.
Ask Your Current And Prospective Members What They Value
“I’m a member of the Australian Medical Association because it’s instrumental in ensuring the interests of medical professionals and its patients are foremost in an ever-changing and evolving health sphere” Dr. Eleanor Chew GP, a member for 31 years.
There is a common saying about assuming (‘assume’ makes an ass out of you and me) and it’s safe to say it was created for a reason. Successful associations don’t assume they know what their members want. They engage members in face-to-face meaningful conversations, create surveys, make phone calls and host online forums to discover what is important to their members and what’s missing from their membership packages.
They then take this knowledge and use it to create the membership package that their audience really wants instead of a package that provides no value.
Taking this approach will allow your association to fine tune what you offer, remove elements that don’t add value and build a stronger relationship with your members.
Provide Career Development Opportunities & Support
Medicine is a constantly changing and growing field. Career resources that support the development of your members and promote opportunities at each stage of their career are important. Informal networking opportunities and continued education is great for newcomers and those looking to advance.
Highlight and promote your career resources on your website to prospective and current members. Make sure the assistance that you provide for career development is front and center and supported by success stories and testimonials.
If doctors view your association’s membership as an enhancement to their career they are more likely to join, remain loyal members, and promote your association.
Use Technology To Your Advantage
The introduction of new technology is rapidly changing many industries, medicine included. Don’t let your association get left behind.You can increase your membership rates and engagement by offering access to technology as a member benefit and by using technology to build your community.
Quite often associations are able to leverage their large membership base to access bulk discounts on technology that can be provided to their members as an added perk or passed on to members at a discounted price.
Many associations we work with use our signature software, T-Res Assessment and Evaluation Software, to enhance their Fellowship Programs. By using technology like T-Res they are able to more accurately evaluate their Fellowship participants and ensure their competence.
This helps the associations provide their Fellows with the data they need to self-direct their learning, demonstrate their competence and experience, and communicate more freely with their preceptor. By leveraging technology to improve their Fellowship programs these associations are able to show greater membership value and have an edge over their competition.
Provide A Great Member Experience
At the end of the day you can provide all the benefits in the world but if your members don’t like dealing with your association then they won’t remain loyal or promote you to their peers.
Enhance your members experience by always being friendly and responsive, by keeping your members up to date on relevant industry information, by keeping communications short and valuable, and by providing your members with membership plans that are relevant to their needs.
When your members experience great customer service and think they have been provided with a lot of value they are more likely to refer your organization to others and remain engaged.
Humans fundamentally need a community, when managed well, associations can provide this community and a sense of belonging to their members. This helps both members and the association thrive.
If you would like to learn more about how Resilience Software can help you improve your Fellowship program and membership offer please contact us today!
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